UK spends £26bn on online travel in 2017, takes top spot in Western Europe

Published on : Thursday, August 3, 2017

onlineA yearly growth of 2.7% has been marked by UK, as the largest market within Europe with a spending of £26.24 billion in 2017.


According to research from eMarketer UK accounts for 5.8% of the worldwide travel sales.


A report reveals that in Germany the digital travel sales will be 20.7 billion with a growth of 4.2% while France will have £15.4 billion with a growth of 4.1%.


A yearly growth of 5.7% has been noted for the entire Western Europe region reaching upto £106 billion, in sales including airline, car rental, cruise, hotel, accommodation and transportation.


The digital travel spending is expected to evolve throughout Europe, eMarketer stated that the digitally derived accommodation options like the Airbnb will continue to attract converts.


Only North America’s expected increase of 5.1% will be less robust than western Europe’s this year, with both regions well below the 11.7% increase anticipated worldwide.


Western Europe’s share of global digital travel sales will shrink 1.3 percentage points to 23.1% due to the slowdown.


Jaimie Chung, forecasting analyst at eMarketer that travelers are opting for Airbnb due to its increasing independence and the desire to live like a local. The company has legal hurdles in the US but they were looking for expansion in major cities.


EMarketer’s forecasts and estimates are drawn on an analysis of quantitative and qualitative data from different research firms, government agencies, media firms and public companies. It is also taken from interviews with top executives at publishers, ad buyers and agencies.


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